Grove Collaborative’s New Survey Demands Action on Microplastics

Sustainable consumer products company Grove Collaborative has released the results of a national survey examining American awareness, concern and desired actions related to microplastics.

Microplastics are tiny plastic particles, typically smaller than 5 millimeters, that are found throughout the environment. They can be either intentionally manufactured (primary microplastics) or result from the breakdown of larger plastic items (secondary microplastics). These particles have become pervasive, accumulating in ecosystems and even entering the human body. While the full extent of their health impacts is still being studied, microplastics are a growing concern due to their potential to carry harmful chemicals and disrupt ecosystems.

The survey, conducted by Ipsos Public Affairs, was done in partnership with The 5 Gyres Institute — the company’s nonprofit plastics research and advocacy partner since 2019. The findings reveal a deep concern among Americans about the health and environmental risks posed by microplastics, alongside a desire for more education, transparency and leadership from brands and institutions.

More Education Needed

The results — released during Plastic Free July — show overwhelming consumer alignment around the need for more action around microplastics, with 79% agreeing that microplastics are a human and environmental health crisis.

According to the survey, 77% of Americans have heard the term microplastics, but less than half (49%) of all Americans surveyed claimed to be very or somewhat familiar with microplastics — meaning 51% are not sure of what they really are.

The research also found that Americans who are very or somewhat familiar with microplastics were 2.36 times more likely to be aware of where microplastics come from.

Awareness of the origins of microplastics is critical to conscious consumption and behavior change, company officials said.

Impact on Human Health a Concern

Americans are most concerned about microplastics’ impact on health (90%), links to serious health conditions (89%), and their presence inside the human body (90%), the general environment (89%), wildlife (89%) and oceans (87%).

Consumer alarm over the consequences of the plastic — and resulting microplastics — crisis cuts across all demographics, including political affiliations. Seventy-eight percent of Americans are eager to learn how to limit microplastics exposure and reduce plastic consumption, but 70% say they are unaware of how to do either.

The survey also shows 58% of Americans are eager for transparent labeling on products that contain microplastics, 49% want recommendations about the best brands, materials, or products that use less plastic or contain no microplastics, and 41% are interested in learning how their individual actions can reduce their potential exposure or impact.

Information and education give consumers the necessary tools to act, and consumers are craving more information.

Americans Support Government Action

Americans are overwhelmingly looking to the private sector to address microplastics (82%), but only 54% of respondents trust that companies are actively trying to reduce microplastics today.
They support companies prohibiting microbeads from consumer products (86%), creating more air and water filter options to capture plastic microfibers (85%), adopting compostable materials over plastic (87%), and prioritizing refillable or reusable products instead of single-use (86%). Americans also support government action, with 71% support the banning of single-use plastics. There is a clear opportunity to build trust with consumers and constituents through meaningful action, company officials said.

A Call to Action for Business

While the plastic crisis is often framed as an environmental crisis, this research demonstrates that the average American views plastics and microplastics through a deeply personal and emotional lens, driven by concerns about their own health. As awareness of the problem grows, so does the demand for solutions.

“These findings are a wake-up call for business leaders and policymakers,” said Paulita Bennett-Martin, Senior Strategist of Policy Initiatives at The 5 Gyres Institute. “US Americans want action on microplastics — but they’re looking for education, guidance and leadership. It’s time for companies and policymakers to respond by driving forward solutions that reduce microplastic pollution and protect environmental and human health.”